Many brands still use ‘recognise me’ personalisation, which actually harms commercial outcomes, rather than the more valuable ‘help me’ form.

According to Evergage, 88% of marketers say their customers expect an experience that’s personalised to them.

But, how big is the gap between expectation and reality when it comes to executing these highly individualised experiences? If personalisation is the utopia — how do we bridge the gap between one-size-fits-all marketing and truly bespoke, one-to-one experiences?